Briefly describe the main contents of network marketing.

"Network marketing is an integral part of the overall marketing strategy of an enterprise, and it is a variety of activities created in the network marketing environment with the Internet as the basic means to achieve the overall business objectives of the enterprise." This is the definition of network marketing in "Fundamentals and Practice of Network Marketing" (Tsinghua University Publishing House, 1, June 2002), which has been widely quoted in various online marketing textbooks and online marketing papers.

Synonyms of the concept of network marketing include: network marketing, network marketing, network marketing, network marketing and so on. These words all have the same meaning. Generally speaking, network marketing is a marketing activity with the Internet as the main means.

Network marketing has strong practical characteristics, and it is more practical to find the general methods and laws of network marketing from practice than empty theoretical discussion. Therefore, how to define online marketing is not the most important. The key is to understand the true meaning and purpose of online marketing, that is, to fully understand the new marketing environment of the Internet and provide effective support for enterprise marketing activities by using various Internet tools. This is why we must attach importance to the practical methods of online marketing in the research of online marketing.

The eight basic functions of network marketing are introduced in detail.

Network brand. One of the important tasks of network marketing is to establish and promote corporate brands on the Internet. The offline brands of well-known enterprises can be extended to online, while ordinary enterprises can quickly establish brand image and enhance the overall image through the Internet. The construction of network brand is based on the construction of enterprise website, and through a series of promotion measures, it achieves the cognition and recognition of customers and the public to the enterprise. To a certain extent, the value of online brands is even higher than the direct benefits obtained through the network.

Website promotion. This is one of the most basic functions of network marketing. A few years ago, I even thought that online marketing was website promotion. Compared with other functions, website promotion is more urgent and important. All the functions of the website should be based on a certain number of visits, so website promotion is the core work of network marketing.

Information release. Website is a kind of information carrier, and publishing information through website is one of the main ways of network marketing. At the same time, information dissemination is also the basic function of network marketing, so it can be understood that no matter what kind of network marketing method, the result is to convey certain information to the target population, including customers/potential customers, media, partners, competitors and so on. Release information can be released through skycc promotion software. The effect is very good.

Promotion The basic purpose of marketing is to help increase sales, and online marketing is no exception. Most online marketing methods are related to promoting sales directly or indirectly, but promoting sales is not limited to promoting online sales. In fact, online marketing is very valuable for promoting offline sales in many cases.

Sales channels. An enterprise website with online trading function is itself an online trading place, and online sales is an extension of enterprise sales channels on the Internet. The construction of online sales channels is not limited to the website itself, but also includes online stores built on the comprehensive e-commerce platform and different forms of cooperation with other e-commerce websites.

Customer service. The Internet provides more convenient online customer service means, from the simplest FAQ to mailing lists, as well as various instant messaging services, such as BBS and chat rooms. The quality of customer service has an important impact on the effectiveness of online marketing.

Customer relationship. Good customer relationship is a necessary condition for the success of online marketing. Through the interaction of the website and the participation of customers, customer service is carried out, and customer relationship is also enhanced.

Online survey. Online market research can be done by online questionnaire or email. Compared with traditional market research, online research has the characteristics of high efficiency and low cost. Therefore, online research has become one of the main functions of online marketing.

The significance of developing online marketing lies in giving full play to various functions and maximizing the overall benefits of online commerce. Therefore, it is inappropriate to deny the role of online marketing just because some aspects are not effective. The function of network marketing is realized through various network marketing means. The functions of network marketing are not independent of each other. The same function may require the interaction of multiple online marketing methods, and the same online marketing method may also be applicable to multiple online marketing functions.